Meta Description.

The meta description is an HTML element—`<meta name='description' content='...' />`—that provides a brief summary of a page's content. While not a direct ranking factor, it heavily influences click-through rate by giving searchers a preview of what they'll find. It typically appears as the grey text below the blue title link in organic search results.

Writing Effective Meta Descriptions

Effective meta descriptions: are between 120–155 characters to avoid truncation; include the primary keyword (which Google bolds when it matches the query); communicate a clear value proposition or hook; include a soft CTA ('Learn how', 'Discover', 'Download'); and are unique for every page. Duplicate or missing meta descriptions prompt Google to generate its own snippet from page content.

Meta Descriptions and CTR

Although meta descriptions don't directly affect ranking, they are among the highest-leverage CTR optimisation levers. A/B testing description formats—benefit-led vs. question-led, with vs. without numbers, different CTA phrasing—can meaningfully improve CTR for pages that already rank well. Monitor changes through Google Search Console's Performance report, filtering for the target keyword.